Effective Brand Development for New Zealand Businesses
Downing Creative Marketing is a leading brand development and design agency in New Zealand, offering branding design, brand naming, identity design, advertising, and management.
Why Brands are important
A strong brand gives you an advantage over your competition. It helps you, your products and your organisation stand out and get noticed. It makes what you offer more attractive to your ideal customers. And ultimately will generate greater profits because it creates extra perceived value.
“A good brand goes to the core of an organisation and finds the extra value that the company offers over and above the tangible things that it sells. It then expresses that value in every area of the company or products. Branding can influence every level of the company, such as strategy, pricing, product development, people management, sales and, yes, promotion.” – Tony Downing
What is a Brand?
A brand is a collection of perceptions that a consumer has of your service or product; it’s what comes to mind when people think of your business. It’s a gut feeling that a customer has about you. A brand is not a logo, a product or an identity system. It can include these things but it is more than this. Great brands create an expectation, contain a big idea, tell a compelling story or touch people at an emotional level which ultimately makes good business sense.
“Products are created in the factory, brands are created in the mind.” – Walter Landor
There are three types of brands:
1. Organisation Brands
2. Product Brands
3. Personal Brands
1. Organisation Brands
Corporate brands capture the essence of an organisation and distil this into a clearly articulated brand that can be expressed through a full suite of marketing and communication tools. These tools can include a logo, website, signs, stationery and advertising.
Our branding process goes to the heart of your organisation, brings out your unique value, values and personality. This then crafts these unseen aspects of your organisation into words and images that connect with your customers and stakeholders in positively motivating ways.
“Clear communication comes from knowing who you are and the value that your business adds to the world. Successful organisations create brands that amplify their strengths and so become bigger than any single person.” – Tony Downing
Large corporate brands such as Apple, IBM, Disney or Unilever all grew from small beginnings. One of the major strategies they employed to propel them forward was strong branding.
“A business with a poor sense of its brand will often follow the competition, the latest trends or worse – simply maintain the status quo. On the other hand, a business with a clear sense of who they are and what they do well will operate predominantly in their strength zone and reap the rewards that bring.” – Tony Downing
2. Product Brands
The market is crowded with product brands. We see thousands of them every time you visit the supermarket. Why? Because they work. You could fill a glass bottle with carbonated water, sugar and flavour and sell it for a dollar. Or you could do the same and put a Coca-Cola label on it and market it for $1.50. The difference is brand. A strong brand can create immense value for products and services. It differentiates your product from the competition and attracts the right kind of customers, clients or consumers.
3. Personal Brands
Many business leaders and personalities need to build a personal brand to cut through the clutter and keep top-of-mind among their customers or audience. Gaining trust and confidence is the best way to fast-track business in an increasingly cynical world. Creating a personal brand that is anchored on your strengths is an authentic starting point. Crafting a compelling story and building a strong image with good visual aids is important to connect with the right customers and or team members.
“One of the greatest things we can do for any person in business is to help define their brand identity. Your brand is what makes you unique, it’s the essence of who you are, your values, strengths and reason for being. Just as every person is unique so is every business. Discovering a unique identity is at the heart of creating a great brand.” Tony Downing
What is Brand Development?
Brand Development is the process of building and improving your brand over time. The ongoing process of building awareness and loyalty is what Brand Development is all about. This is not a one-time event but a journey over time that never ends. Before you get overwhelmed with that thought remember ‘the journey of 1000 miles starts with the first step’. Downing can help you get started and moving in the right direction.
Where to start with building a world-class brand
The Downing Brand Development Process
Downing is able to help you throughout the entire brand development process – creating building and promoting your brand. You will help you craft a story about your business that is a true reflection of what you are all about, a story that customers and clients want to be part of.
1. Discovery Stage
This journey of discovering your unique brand starts with us asking questions about your history, culture and the context in which you operate. We ask about your strengths, values, and what makes you unique. We also like to learn about your target audience or customer who connects with the business, customers, suppliers and staff.
2. Strategy Stage
We take the learning from the Discovery Stage and write a Brand Strategy Report. This report distils your brand into a simple framework, outlines the key components of your brand story and makes a plan on the way forward to reach your target audience and achieve your marketing goals.
This stage may review your overall brand architecture the way the existing brand all fit together. We may discuss the pros and cons of rebranding, starting from scratch or enhancing an existing brand.
It also outlines other components that we need to create to express your brand. This may include a brand name, logo, colour, story, images and identity system.
3. Creative Stage
We use the information from the discovery stage to create your unique story. We use words and images, symbols, colours, sounds, whatever experience we can, to enhance your identity in the mind of the target market. We develop a selection of ideas for you to choose from and then refine your selected concept to a market-ready stage.
4. Production Stage
When your brand is clearly articulated we then move to roll out the brand. Branding is the tangible expression of the brand. Brands that do this well, map every point where a customer connects with your brand and aims to make these touchpoints the best experience of the brand possible. Some of these touchpoints can be as simple as a telephone conversation script or as complex as the entire sales process.
Think of this stage as creating your marketing toolbox. Some of these tools may include:
5. Promotion Stage
Once you have your branding tools in place you need to start using them to build awareness and loyalty with your customers. This is where you start running promotions, advertising, social media, or any platform in the public arena. The aim is to build relationships that will lead to some action such as a sale.
Free 30-minute consultation
If you would like to discuss your brand or have questions, please call to make an appointment for a free 30-minute telephone consultation. One of our experienced Account Managers will discuss your brand and will do their best to answer your questions.
When consistently applied a well-crafted brand is an immensely powerful tool for creating exceptional customer experiences, making sales, building your marketing, business or organisation.
Our qualified and experienced team provide quality creative and management skills to deliver work at the highest standards.
Contact us today to see how we can help you produce world-class branding, marketing and communication.
Who is Downing
Downing Creative Marketing has been based in Nelson, New Zealand since 1994. As a leading branding and design agency, we help organisations develop their brands and marketing to the highest standards. Brand Identity Design is one of our core services. We love to design and craft brands that meet our clients’ expectations and deliver results that help grow their business.